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Brand evolution in a search and socially driven world
How IBM reaches customers today
Tom Gerace, CEO, SkywordLeslie Reiser, Program Director, WW Digital Marketing, IBM
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#cmworld2
Brand Narcissist: It’s All About Them
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Boring Brand: No One is Listening
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#cmworld4
The Most Interesting Brand in the World
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#cmworld5
How to Be The Most Interesting Brand in the World
• Be in the right places…• With the right people…• Have extraordinary experiences…• And something interesting to say
• It’s not about you, it’s about what fascinates them
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The Right Places
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#cmworld7
Search is the Primary Gateway to Consumers• 2011 US Internet Ad
Revenues were $31B
• 2011 US SEM investment ($14.8B) represents 46.5% of total.
• Mobile is fastest growing segment +149% Y/Y to $1.6B
• Retail is largest industry category by online ad spend at 22%.
• 69% of ad spend is performance based (e.g. Traffic acquisition)
http://www.iab.net/media/file/IAB_Internet_Advertising_Revenue_Report_FY_2011.pdf
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Consumers Are Searching for Information
2.7 billion per day
200 million per day
times information is shared through social channels each month
billion searches for information each month18
billion36
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The Right People
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#cmworld10
EnthusiastInfluencerExpert
The Right People
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Extraordinary experiences with something interesting to say…
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#cmworld12
Original, High-quality Content Reaps Rewards
All those people who have been doing, for lack of a better word, ‘over optimization’ or ‘overly’ doing their SEO, compared to the people who are just making great content and trying to make a fantastic site, we want to make that playing field a little bit more level.Matt Cutts, Google’s spam chief (March 2012)
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In Fact…It Ranks as the #1 SEO Tactic
#1
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Quality Content Builds SEO
30.0K
22.5K
15.0K
7.5K
MAR 10 JUL 10 NOV 10 MAR 11 JUL 11 NOV 11 MAR 12 JUL 12Source: Spyfu.com
Organic Keyword Results: Skyword health and beauty client
JAN 2011Content marketing
program launches on site
OCT 2011Google’s
Panda 2.5 update
JAN 2012Google’s Panda 3.2 update
Our site quality algorithms are aimed at helping people find “high-quality sites” by reducing the rankings of low- quality content.
Amit Singhal, Google Fellow
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Quality Content Engages Consumers
The right content provides consumers with the info they
seek and builds trusted relationships before they even
think of making a purchase
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Quality Content Takes Different Forms News vs. Evergreen
Beauty advisors providing tips to consumers on Walgreens’ web site
Connected technology bloggers providing analysis of breaking tech news on IBM’s microsite for SMBs
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#cmworld17
How IBM is Becoming The Most Interesting Brand in the World To Midsize Businesses
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IBM Business Challenge
To generate interest and demand for IBM's midsize business portfolio by increasing awareness and “findability” through popular search engines and news services
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IBM Influencer ProgramInfluencers
• Business Partner – IBM Midmarket Business Partners who have graduated Social Media Bootcamp
• Blogger – Identified and compensated to author blog posts related to IBM’s Midmarket prioritized solutions
• Owned – Conversation Managers and Curators speaking from the IBM Voice (in LinkedIn, Facebook, Twitter, Spiceworks)
• News Writer – Creating news articles optimized for Google News aligned to IBM Midmarket agenda
• Forward Thinker – IBMers represented as Forward Thinkers on Midmarket ibm.com websites
• Communications/Press
• Analyst
Business Partner
Comm/Press
Owned
Forward Thinker
Blogger
Analyst
58%
3%
1%
4%
29%
1%
4%
News Writer
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• Re-imagine existing content assets• Leverage IBM influencers• Fuel new creative • Maximize IBM owned channels• 8 week / 8 days / 8 hours / 8 minutes
IBM: Content StrategyWell choreographed and activated content becomes the missing connective tissue between decision makers and IBM
ACTIVATECURATE CREATE
CONTENT
IBM has a solution for
me
MM IT Profession
al
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IBM Midsize Insider
• Identify and engage leading industry writers
• Leverage unbiased voices
• Create news content that addresses technology needs of audience
• Tier-based on reach, influence and objective
• Forge strategic partnerships
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#cmworld22
How to Be Seen in the Right Places
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Content Fuels POE PAID
Display Ads
SEM
Sponsorships
content OWNED
Web Site
Mobile Site
Blog
Twitter Account
EARNED WOM
Buzz
Viral
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Publish Everywhere
850 million members
250 million members
60 million monthly visitors
130 million members
2 million members
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#cmworld25
Speak the Audience’s Language
Who’s primarily responsible for finding and implementing CRM in your organization?
How to #fail at #CRM – The most common mistakes to avoid. http://bit.ly/McJoBs
This article says IT is often the group charged with buying and implementing CRM. Is that the right way to go about it?
Take our poll: Who should “own” CRM? Sales…Marketing…IT…Customer Care…
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Results
1,158 news articles publishes on Skyword Platform 56X monthly content growth 38 expert contributors 70,000 visits and 95,000 page views from 171 countries from 3/22– 6/18 2012 1.2% CTR to IBM.com compared to .5% industry average
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#cmworld27
Stay Thirsty… for Information… My Friend.